Out-of-Home Advertising - Italy | Statista Market Forecast

Italy is projected to see an ad spending of US$329.30m in the Out-of-Home Advertising market by 2024.
The largest market in Italy is Digital Out-of-Home Advertising, with a market volume of US$185.40m in 2024.
When looking at global comparison, United States is expected to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market in Italy is projected to be US$5.61 in 2024.
Italy's Out-of-Home Advertising market is embracing digital innovations, shifting towards interactive and data-driven strategies to engage consumers effectively.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

Italy, known for its rich history, cultural heritage, and picturesque landscapes, is also witnessing a significant development in the Out-of-Home Advertising market. With its vibrant cities, bustling streets, and a growing population, there is a growing demand for outdoor advertising solutions in the country.

Customer preferences: Italian consumers have shown a strong preference for outdoor advertising due to its ability to reach a wide audience and create a lasting impact. Outdoor ads provide a visual presence that is difficult to ignore, making it an effective way to raise brand awareness and communicate key messages. Additionally, with the rise of digital out-of-home advertising, consumers are increasingly drawn to interactive and engaging content that can be displayed on large digital screens in public spaces.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Italy is the adoption of digital signage. The use of digital screens enables advertisers to deliver dynamic and targeted content, allowing them to reach specific demographics and adjust their messaging in real-time. This trend is driven by technological advancements and the increasing availability of high-quality digital displays. Another trend in the market is the integration of mobile and outdoor advertising. With the widespread use of smartphones, advertisers are leveraging location-based targeting to deliver personalized and contextually relevant ads to consumers. By combining outdoor advertising with mobile technology, brands can create a seamless and immersive brand experience that captures the attention of consumers on the go.

Local special circumstances: Italy's unique cultural and historical heritage plays a significant role in shaping the Out-of-Home Advertising market. The country attracts a large number of tourists, both domestic and international, who contribute to the demand for outdoor advertising. Advertisers often leverage iconic landmarks, such as the Colosseum in Rome or the canals of Venice, to create visually striking campaigns that resonate with tourists and locals alike. Additionally, Italy's urban landscape, characterized by narrow streets and historic buildings, presents both opportunities and challenges for outdoor advertising. Advertisers need to carefully consider the placement and design of their ads to ensure maximum visibility and compliance with local regulations.

Underlying macroeconomic factors: Italy's economy, although facing challenges in recent years, is gradually recovering. This economic growth is contributing to increased consumer spending and advertising budgets. As businesses look for effective ways to reach their target audience, outdoor advertising presents a cost-effective and impactful solution. Furthermore, the country's favorable weather conditions and outdoor culture make outdoor advertising a popular choice for brands. Italians spend a significant amount of time outdoors, whether it be for leisure activities, dining, or socializing. This provides advertisers with ample opportunities to engage with consumers and create memorable brand experiences. In conclusion, the Out-of-Home Advertising market in Italy is experiencing growth and evolution driven by customer preferences for impactful and interactive advertising, the adoption of digital signage, the integration of mobile technology, and the unique cultural and urban landscape of the country. With the underlying macroeconomic factors supporting this development, the future of the market looks promising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.